Web Analytics India

With the last we heard about Omniture, we now know that Adobe Systems Inc. is all set to acquire Omniture Inc. for a whopping $1.8 billion. The deal, said to have been mutually agreed upon by both the companies on a fully diluted equity-value basis, will help Adobe offer better user interface solutions to its customers. As the two companies join hands, Omniture’s web analytics and optimization technologies would complement Adobe’s content creation tools and help the company deliver effective web solutions across all digital platforms. This is good news for Adobe’s customers as they would now be entitled to receive more in terms of value creation. As from the web analytics point of view, would this mean more and more creative media sites and agencies would vie for Omniture than Google Analytics? Only time can tell.

Expanded Opportunities for Adobe and Omniture

This is a natural move for Adobe, a company that wanted to get into digital advertising. Adobe will definitely capitalize on this deal by offering Omniture as a built-in solution for most of its development tools.

With the inclusion of Omniture in its offerings, Adobe will be able to provide mission-critical solutions to its enterprise customers, further increasing its ability to appeal to online marketers and chief marketing officers. On the other hand, Omniture will benefit from a global operational scale and the ability to move into newer markets.

Finer Aspects of the Deal

According to the terms of the agreement, Adobe will commence a tender offer to acquire all the outstanding common stock of Omniture, at the rate of $21.50 per share. The deal (pending regulatory approval) is expected to be closed in the fourth quarter of Adobe’s 2009 fiscal year.

As part of the deal, Omniture will become a new business unit within Adobe. Omniture’s CEO, Josh James, will join Adobe as senior vice president of the new business unit, and will report to Adobe’s president and CEO, Shantanu Narayen.

Head Honchos Speak

“This is a game changer for Adobe and its customers. We will enable advertisers, media companies and e-tailers to realize the full value of their digital assets. We really think that we can actually transform how digital content is created,” said Shantanu Narayen, the chief executive officer of Adobe.

“Omniture’s mission has been to enable our customers to optimize every digital interaction. By joining forces with Adobe, we will accelerate our ability to deliver on that vision and together bring new innovation to the market that improves content engagement, advertising effectiveness and the overall user experience, which will drive more advertising dollars online,” said Josh James, the CEO of Omniture.

Reference Websites

• www.watblog.com
• www.omniture.com
• www.techcrunch.com
• www.online.wsj.com
• www.adobe.com